INTRODUCTION
INTRODUCTION OF COLGATE PALMOLIVE
The company was formed out of collaboration between two
companies, one of which was a soap, starch and candle selling
company started by William Colgate in 1806 and the other was a
soap factory that was opened by B.J. Johnson in 1864 and was
named Palmolive Company. The Colgate Palmolive company was
has been operating for long in Latin America with over 75 years of
experience in the market and in Asia, the company has been
established for over 50 years.
The Colgate-Palmolive Company is an American worldwide
consumer products company focused on the production,
distribution and provision of household, health care and personal products, such
as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes).
Under its "Hill's" brand, it is also a manufacturer of veterinary products. The company's
corporate offices are on Park Avenue in Midtown Manhattan, New York City.
This has been combined with a successful worldwide financial strategy. Around the
world, Colgate has consistently increased gross margin while at the same time reducing
costs in order to fund growth initiatives, including new product development and
increases in marketing spending. These, in turn, have generated greater profitability.
Colgate managers around the world are dedicated to increasing market shares in all our
core businesses. Colgate has achieved global leadership in toothpaste, hand dishwashing
liquid, liquid hand soap and specialty pet food.
Some major brands of the company that are sold all over the world are Colgate
toothpastes, Palmolive soap , Sorriso , Mennen, Speed Stick, Protex, Softsoap, Irish
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Spring, Elmex , Kolynos, Fabuloso,Tom's of Maine, , Ajax, Axion, , Soupline, Sanex,
Suavitel, Hill's Science Diet and Hill's Prescription Diet.
Colgate (sub-brand of Colgate-Palmolive) is an oral hygiene product line of toothpastes,
toothbrushes, mouthwashes and dental floss. Colgate toothpaste was first sold by the
company in 1873, sixteen years after the death of its founder, William Colgate. Colgate
was the first toothpaste in a collapsible tube, introduced in 1896 in New York when it had
previously been sold in glass jars since 1873. It has been in Singapore since the 1920s. It
is in Nepal and India, with manufacturing units based in India and exported to Nepal.
Colgate-Palmolive is a leader in toothpaste (it has more than 40% of the global market)
and soap and cleaning products. The company also offers pet nutrition products through
subsidiary Hill's Pet Nutrition, which makes Science Diet and Prescription Diet pet foods.
Many of its oral care products fall under the Colgate brand and include toothbrushes,
mouthwash, and dental floss
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HISTORY
Colgate was found in 1806 by a man named William Colgate. At the time his main goal
was to produce starch, soap and candles. This all started in a small shop that he owned in
New York City. Around 1820 as Colgate’s products started to expand, his main products
at the time were soap and starch. In 1857 when William Coalgate passed away, his shop
became Colgate and Company. At this time Samuel Colgate ran his business and added
more products to the company such as perfume and perfumed soap (Pederson, 2005). As
time went on Colgate finally produced toothpaste in a jar in the year of 1873. A long 23
years after their toothpaste was produced, they introduced their toothpaste as Colgate
Ribbon Dental Care (Pederson, 2005). Around this time they partnered up with many
other companies and produced many different products to add to their companies. As
they got bigger they moved their main headquarters to Jersey City in 1910 (Pederson,
2005). Colgate and Company wanted to expand their products around the world instead
of just in the United States. In the early 1920s they expanded around the world with their
products quite fast with a good result and partnering up with many different companies
around the world to increase their rate of success (Pederson, 2005). In the early 1980s
Colgate made a huge success with their toothpaste. They did research and found products
to put in their toothpaste to prevent cavities, bad breath, whiter teeth results, and gum
from bleeding (Pederson, 2005). This new toothpaste that they named Total was a huge
success and made great sales all over the world. This product was a great success all over
the world but it was held back in the United States for further observations in case of any
harmful chemicals that may be in the toothpaste (Pederson, 2005). It was observed in the
United States for an estimate of 5 years and finally in December of 1997 it made to the
shelves of many stores around the United States (Pederson, 2005). This was a huge
success for them and Colgate didn’t expect to be the leader of the U.S. toothpaste market.
With this great response from their product, they anticipated to make their product of
toothpaste much better and more reliable. As being the number company with the best
toothpaste, Colgate continued to expand their toothpaste and came out with the first white
strips for teeth and also made battery powered tooth brushes (Pederson, 2005). Colgate
and Company has many targets and many different products for a variety of different
ages. Colgate offers a complete product line including items for children which helps
expand their target market (“Procter & gamble:” 2007). The audience that Colgate is
targeting towards men and women ages 18-34 who is currently married with children, six
years old or younger. Colgate has so many products that it is hard to aim at one certain
target. The target consumer that Colgate falls under is “younger bustling family” living
within the mid-scale suburban mix community (“Procter & gamble:” 2007). Colgate is
sold over almost all the retail outlets, supermarkets, medical shops, and cooperative
stores. Most of Colgate’s advertising products are done through television commercials
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(“Procter & gamble:” 2007). Some other advertisements include magazine ads, the radio,
ads that are placed in dentist offices, billboards, and on the side of buses. With the
success of Colgate, it has been voted the “Most Trusted Brand” in the country for over
many years (“Procter & gamble:” 2007). As they have a major range for their target
market, they also have many competitors around the world that are trying to be better and
more consistent with their products as well. The top three competitors for Colgate and
Company would be The Clorox Company, The Procter and Gamble Company, and
Church and Dwight co (“Colgate-Palmolive company competition,” 2012). Next to
Colgate, these three companies are also very well-known. They not only want to make
their products better but to also to wipe out Colgate and Company (“Colgate-Palmolive
company competition,” 2012).
Every product has a possibility of one top competitor. Colgate’s top competitor is Procter
and Gamble Company. .
Colgate and Company does a great job with their products and to satisfy their customers
as best as they can. They don’t only have great products but they also have tremendous
and useful programs all around the world to families and kids that are in need. Colgate
has a program called “Colgate Bright Smiles, Bright Future”. In this program they help
families that are in need with free dental examinations and free dental education
(“Colgate reaches children,” 2012). Colgate has helped many people around the world
and is expanding every day. This program not only attracts more people to buy their
products but it also helps them have a better name with the act of kindness that they do.
Currently they are giving their free service of dental education and examinations in more
than 80 countries around the world (“Colgate reaches children,” 2012). “Colgate Bright
Smiles, Bright Future” also have a mobile van that they travel around the world to
villages and small cities that don’t have transportation to help them out. They currently
help over 1 million kids a year with this mobile van (“Colgate reaches children,” 2012).
Even with the cost of traveling and products, they are willing and are nice enough to
charge nothing to their customers that are in need. This may be one of the most helpful
and useful programs around the United States. “Colgate Bright Smiles, Bright Future” not
only think about people in the United States but people all around the world to make
them have a better living (“Colgate reaches children,” 2012).
Colgate doesn’t only have a great history of how they started but also great success
stories of helping others throughout the world. It’s amazing how Colgate started over 200
years ago from nothing but starch and soaps to being the number one best seller for
toothpaste. They protect your teeth from decaying and having gum diseases, it is also one
of the top products in the world, but they should always be aware of their competitors
because toothpaste can be one of the most competitive products. Colgate reaching out to
thousands of communities shows how much they care for others who are in need of not
only dental care but with oral health education
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OBJECTIVE
To find out consumer response towards Colgate Strong Teeth Toothpaste in
Mankhurd.
To study and analyze the opinion of consumer.
To study the customer satisfaction towards Colgate Strong Teeth Toothpaste in
Mankhurd.
To find out the convenience of Colgate Strong Teeth Toothpaste in
Mankhurd.
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COLGATE IN INDIA
1937 - The Company was incorporated on 23rd September, as a private limited company.
The Company Manufacture and market dental care products (dental cream and tooth
powder), hair care products (hair oils, shampoos, brilliantine) and other personal care
products such as shaving creams, and lotions, face creams, baby powder, talcum powder,
etc. The products are marketed under the trade marks "Colgate".
A distribution set up was also developed on an all-India basis with warehouse facilities in
Mumbai, Chennai and Calcutta.
1993 - The Company participated in the global launch of Colgate Total Toothpaste
1998 - The Company received a license for producing 24,000 tonnes per annum of fatty
acids. Colgate is the market leader in oral care with its toothpaste commanding a market
share of over 60 per cent, followed by Hindustan Lever with around 35 per cent.
Colgate (India) Ltd, a market leader in the toothpaste segment, suffered heavy setback
during the first half of the current year due to stiff competition.
The company has established the Dicalcium Phosphate (DP) manufacturing facility at
Aurangabad.
Colgate had launched the ad campaign for its new product Colgate Double Protection
toothpaste in competition with rival brand Pepsodent from the Hindustan Lever.
2001 - Colgate-Palmolive (India) Ltd. has launched its biggest national-level consumer
promotion involving its toothpaste, toothbrush and soaps. Colgate-Palmolive (India) Ltd.
has launched international cleaning product Ajax in the Indian household products
category for summer.
2002 - Graeme Dalziel, appointed as MD of Colgate Palmolive India for a period of 5
years.
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2004 - Vikram Kaushik resigns from the Board of Colgate Palmolive India.
2005 - Colgate-Palmolive unveils Colgate Active Salt toothpaste.
Colgate-Palmolive (India) Limited is India's leading provider of consumer products sold
under nationally recognized brand names as Colgate (scientifically proven oral care
products that have become an essential part of daily oral hygiene and therapeutic oral
care), Palmolive (personal hygiene and skin care products) and Axion (household care).
Colgate has been ranked India's # 1 brand across all categories for eight out of nine years
(1992 - 2001) by the A&M-MODE annual survey of India's Top Brands.
During Oral Health Month 2007, Colgate-Palmolive (India) has used a 360 degree
approach to raise awareness through a combination of television, print, radio, hoarding,
online ads and a series of below-the-line activities.
Colgate-Palmolive (India) Limited is India’s leading provider of scientifically proven oral
care products with multiple benefits at various price points. The range includes
toothpastes, toothpowder and toothbrushes under the 'Colgate' brand.
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LITERATURE REVIEW
Abstract
Customer satisfaction (CS) has attracted serious research attention in the recent past year.
Customer satisfaction is now for all companies the primary criterion for the assessment of
their relationship with the market, a permanent object of their operating policies and an
important element for the reinforcement of company reputation, as well as a fundamental
guide to direct operational processes. So this paper is done in order to have a deeper
understanding on the customers‘ satisfaction but especially help the students, the
managers and also all person which can use it. We will going to see some definitions of
the customer satisfaction and also measuring the customer satisfaction.
Kotler and Keller (2012) said that "satisfaction is a person's feelings of pleasure or
disappointment that result from comparing a product's perceived performance (or
outcome) to expectations". Whereas, customer satisfaction according to Jahanshahi et al.
(2011) is "customer satisfaction is the result of a customer's perception of the value
received in a transaction or relationship - where value equals perceived service quality
relative to price and customer acquisition costs". However, it is in contrast with the
research of Tu et al. (2013) which indicated that "customer satisfaction is viewed as
influencing repurchasing intentions and behavior, which, in turn, leads to an
organization's future revenue and profits". Customer satisfaction is a customer feedback
in the form of evaluation after purchasing some goods or services compared with
customer expectations. Customer satisfaction is measured by using the customer
expectations with the performance of the goods or services that can meet the needs and
desires of the customers. A satisfied customer means that there are similarities between
the performance of the goods and services with the hope of the customers, where it will
encourage them to re-purchase the products. At the same time, a disappointed customer
would persuade the other customers to not re-purchase and as a result, they will move to
another brand competitor.
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Kotler and Keller (2013) mention customer satisfaction is a person's feeling that is the
result of a comparison of the performance of a product purchased with what is expected
by consumers. Customer satisfaction is defined by the customer's response to the
evaluation of perceived nonconformity between expectations and performance. Oliver
(2010) states that customer satisfaction is a post-purchase evaluation where the
perception of product performance exceeds customer expectations. Lovelock (2012)
states that customer satisfaction is an emotional state, their post purchase reaction can be
anger, dissatisfaction, irritation, excitement, and neutrality. Customer satisfaction has a
direct relationship with customer loyalty, profits and market share. Customers if they are
satisfied with the value provided by products and services are likely to become customers
for a long time.
Crosby, Evan and Cowles (19900 and Kim and Cha (2002) state that customer
satisfaction is defined as an experience based on customer evaluations or evaluations,
namely reality greater than expectations, factors that influence customer satisfaction if
expectations are smaller than reality. then the customer is not satisfied, whereas if the
reality is greater than expectation then said the customer is satisfied.
Kotler and Armstrong (2012) defined that "customer satisfaction is the extent to which
product's perceived performance matches a buyer's expectations." Customer satisfaction
consists of several indicators, namely loyalty, satisfaction, repurchase interest, small
desire to make a complaint, the willingness to recommend the product, and the reputation
of the company (Kotler and Keller, 2012; Nguyen and LeBlanc, 1998).
Deng et al (2009, 289) is very important part of the business setup because business
generates much revenue from the industry when the customer is satisfied by the services
being provided. Customer satisfaction refers to the customer buying behavior and the
utility he obtained using the product. Customer satisfaction functions in a single manner
whereby a customer compares your product with those of competitors to reach a decision.
Therefore, customer‘s evaluation of products and services is what customer satisfaction
defines in that whether their services are meeting consumer needs or not. Through
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customer satisfaction, customer‘s expectations are assessed in that they are being satisfied
or remain unsatisfied with the quality of goods and services.
According to Zamazalová (Zamazalová, 2008) also mentions the key factors that affect
customer satisfaction and which can be used to measure customer satisfaction. These
factors are product (in terms of its quality, availability etc.); price (convenient payment
conditions and others); services; distribution; and image of a product.
(Cruz, 2015) Customer satisfaction is important to improve customer-focused products
and services. Voice of customers can be a valuable input for management in mapping
which areas should be prioritized. There is a significant relationship between product
quality and customer satisfaction.
Seyedi et al. (2012) also stated that the product and service quality were the important
factors affecting customer satisfaction. Moreover, the level of satisfaction depended on
the extent to which the needs were met.
Suchánek et al. (2014), quality is defined as perceived quality of the customer, so the
main factor in measuring product quality is customer satisfaction itself. To achieve high
customer satisfaction, it is important for the company to create products that meet the
requirements of its customers.
Gerpott et al. (2001) state that satisfied customers tend to retain their pattern of
purchases.
Wong and Zhou (2006), Aktepe et al. (2015) and Chang, (2015) specify that
satisfaction is one of the key factors affecting customer loyalty.
Maxham and Netemeyer (2002) and Blodgett et al. (1997) recognize the fact that
satisfied customers publicize the firm and are more likely to remain loyal. Therefore, it is
crucial that customer satisfaction is selected as a factor determining customer loyalty in
this study.
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(Kim et al., 2015) From a cognitive psychology view, customer satisfaction arises from
consumers ‘subjective perceptions of post consumption performance against their prior
expectations of performance.
(Bilan, 2013; Yeo et al., 2015) Customer satisfaction portrays the quality of products or
services provided to the customer in a positive manner, whereby the level of customer
satisfaction enhanced along with an increased level of service quality. In other words, the
more positive customers‘perceived service quality, the better their satisfaction level with
the service provider is likely to be.
Conclusion:- From those literature review this journal is showing us that there is so
many definition of the customer satisfaction that is applicable for business such as
―According to Kotler and Armstrong (1999) stated that customer satisfaction is a level
where the estimation of product / service performance in accordance with buyer
expectations. Furthermore, according to Gerson (2001) states that customer satisfaction is
the feelings owned by the customer if the needs are real or only the assumption is met or
exceed expectations. "Customer satisfaction is when a product or service meets or
exceeds consumer expectations, usually customers feel satisfied".
In order to be able to understand more about the customer satisfaction, it is important to
know the factor that can influence this satisfaction so that this journal has shown us those
factors such as commitment, service fairness and conflict handling, price fairness. Those
factors are a crucial determinant of customer satisfaction and customer loyalty in service.
So the main purpose of this journal is to show a deeper understanding of the customer
satisfaction.
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